It estimates it has a three percent share of Russia's $1.5 billion toy market where it currently sells toys via two distributors.

It has run 12 television commercials this spring in Russia and plans another 20 by the end of the year, according to Micek. Besides television, the company also plans to push magazine and Internet promotions.

"The good thing about the toy and game business is that it does not tend to be as bumpy as the economy. It seems that parents want to continue to spend money on their children. I'd rather be in my business than in cars, or houses, and that's where the swings are very very big," said John Harper, Hasbro's general manager for Europe.

Since launching in 2009, Hasbro Studios has transformed some of firm’s biggest properties into smash hits on both the big and small screen. Executive VP/chief content officer at Hasbro, Stephen Davis, tells Billy Langsworthy about the firm’s approach to bringing its toys to life in this way.

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.